A recent article in the Wall Street Journal describes Dubai’s plan to sell corporate-branding rights to its new mass-transit system. The Road and Transport Authority will offer naming rights for two metro lines and 23 of the 47 stops. The sponsoring companies will benefit from name visibility not only at the station, but also on the maps. Imagine, Hart-Boillot Station in Dubai! Maybe not.
This type of branding campaign reinforces the fact that companies need to be increasingly creative when it comes to ad placement. But wherever you place your brand, it is important to check a few things.
- Will this reach our key audiences?
- Does this ad placement reinforce our key messages and overall look and feel?
- How does this ad align with our company goals?
A fun example appeared during my trip to Wrigley Field last week – a building adjacent to the field sold its roof to Budweiser. Target audience? Check. Key message, look, and feel? Check. Company goals? Check.
Image may be NSFW.
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